MERCEDES - GLOBAL STORYTELLING PLATFORM

Modern life is complex. Navigating it takes all kinds of strength. That’s as true for cars as it is for people. To set Mercedes’ SUVs apart from every other great big gas guzzler out there, we created an emotional storytelling platform based on inner strength.

CREATING the VISUAL WORLD

In this world, success depends not on how big and tough you are - but on how you draw from the strengths inside you. To reflect that, we developed a more cinematic look for the brand. More emotional and personal - and never superficial or glossy. It was about the life happening in and around the car - not just the car itself. Each image had to tell a bigger story - conveying the challenges and victories we all go through on our roads through life.

GLOBAL LAUNCH FILM

Agencies around the world have been using this approach to reach a new generation of drivers who want to overcome life’s obstacles on their own terms. The first car to be launched via this platform was the 2019 GLE. In this film, we see the car as the daily companion of a woman - as she faces and overcomes obstacles big and small to fulfil her biggest dream.

STRONG TO THE SMALLEST DETAIL

From the global product page onwards, every single feature can be framed within the same narrative. For example, this cutdown ad features the three rows of seats.